GOOGLE DOMINATES US SEARCH, BUT AMAZON IS CLOSING THE GAP: According to our latest US ad spending forecast, Google’s share of search ad revenues will drop, while that of Amazon will grow over the next two years. In 2019, Amazon’s search business will grow nearly 30% over last year, boosting net search revenues to $7.09 billion. Read More: www.emarketer.com
As part of learning about their audience, more than one-third of launch leaders say they use social listening data to guide their launch strategy and/or creative content, compared to only 15% of other marketers. Make a Splash Early On. Launch leaders invest the largest part of their working media budget on the launch date, after ramping up spending in the prelaunch period. Read More: www.marketingcharts.com
Marketers in both B2B and B2C sectors view optimizing customer experience as one of the biggest opportunities for this year, but how are they measuring the success of their customer experience efforts? A recent Ascend2 survey of roughly 300 B2B and B2C marketers looks at just that. About two-thirds of respondents say that customer retention rate is one of their most effective metrics to measure customer experience improvements. Read More: www.marketingcharts.com
eMarketer principal analyst Nicole Perrin hosts a new “Behind the Numbers” show called “The Ad Platform,” a platform to discuss all things advertising. In the first episode, Perrin sits with vice president of forecasting Monica Peart and forecasting analyst Eric Haggstrom to discuss US digital advertisers’ budgets. Consolidation is the name of the game as publishers continue to devote dollars to the duopoly and the new behemoth in town. Read More: www.emarketer.com
While conventional marketing thinking says that customers prefer personalized marketing experiences and are willing to share more personal data to get that, new research shows that they may not. About a third of respondents said they trusted advertising last year and only 27% did this year; a third of people who said they use social media sometimes said they trusted it last year, and only 30% said they did this year. Read More: www.emarketer.com